Wahaca Taco Kits are relaunching in supermarkets across the UK, with a fresh brand and packaging identity by design studio Without that marries the range with the popular restaurant chain.
Without has partnered with Wahaca restaurants since the first outlet opened in 2007, working closely with founders Mark Selby and Thomasina Miers as they have expanded their love of authentic Mexican street food into a chain of 25. As such, the design team at Without were the perfect choice when it came to creating a fresh brand and packaging identity for Wahaca Taco Kits.
Without’s work demonstrates how an authentic cuisine and eating experience can be made to work effectively in mass-market retail, appealing to consumers from all walks of life.
To achieve this, the colour palette, chevrons, san-serif font and quirky logo have made the crossover from restaurant to kit. Photographic images of serving suggestions and the food products themselves guide consumers and re-create the interactive restaurant experience, and ‘Tommi Tips’ further amplify the relationship with the restaurant chain.